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Zambezi | Creative Brief | Strategy   

TL;DR

The Ask:

In 2024 we needed to be more obvious and pivot messaging from WHY we exist as a company to HOW we create great workplaces.

Goal:

Audience:

Our primary target are executive level decision makers (ELDM) at companies with 1000+ employees: C-suite, President, Treasurer, Finance, General Manager, HR Director, etc. This is an audience that has the opportunity to elevate their workplace and current UKG customers across company categories.

Strategic Approach:

Show how UKG creates great workplaces with tools that make EVERY person freely belong. 

The Challenge:

Our goal for 2024 was to establish UKG as the only purpose-driven HCM provider, worldwide.

Situation:

Since the 2020 merger, we’ve intentionally centered our message on UKG’s mission, “Our Purpose is People”, letting ELDMs know what we do and that we nurture great workplaces. 

And the strides we’ve made in driving familiarity and consideration were positive with consideration raising +11% and familiarity raising +4% from 2022 to 2023.

My Role: 

  • Researched trends, audience. and competitive landscape surrounding the workplace in 2023

  • Helped put together creative thought starters and jumping off points

  • Helped to craft the strategic approach and opportunity for the campaign

The Insight:

Liberating every person’s true self creates stronger workplaces. 

But despite UKG standing out when it comes to emotional storytelling we’re still not weren't breaking through. 

 

The problem is overlooked employees feel like their voice is restrained.

The Opportunity:

DE&I is no longer a buzz term. It’s an imperative for ELDMs. And now, we’ve shifted to DEI&B, as belonging centered on trust is a focus for creating great workplaces. Because when people feel like belong companies thrive. 

We needed to break through, especially when it comes to growth, showing people not just why we exist but how we create great workplaces

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71% of ELDM's understand that UKG makes people their purpose

BUT

only 36% of ELDM's recognize that UKG helps organizations create great workplaces

In today’s world, when executed right, specificity in messaging can lead to
more breakthrough and memorable work.

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The power of welcoming all through acknowledging someone’s name. 

The experience of being a child of deaf parents (CODA) empowered by accessibility tools.

Technology should be accessible to everyone to let anyone do what they love. 

What is currently a top priority in catalyzing great workplaces?

DE&I is no longer a buzz term. It’s an imperative for ELDMs

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And now, we’ve shifted to DEI&B, as belonging centered on trust is a focus for creating great workplaces

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Because when people feel like belong companies thrive

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The problem is overlooked employees feel like their voice is restrained

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Liberating every person’s true self creates stronger workplaces

UKG's tools allow them to be change makers in the industry to help ELDMs reveal blind spots and create dialogue to create a better workplace and world 

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The GPTW Hub is the first to market global HCM offering that pulls millions of employee sentiment data. The hub gives ELDMs a deeper and more accurate glimpse of their workplace through innovative tools like AI, proprietary data, comparison data, accountability, ERG’s, and surveys. 

UKG Talk focuses on helping organizations connect with their employees in different ways with a robust set of features designed to engage employees and deliver insights to take action on to continue driving better culture, workforce productivity and inclusiveness. 

But UKG isn't getting the credit for creating inclusive workplaces

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And no brand is currently associated with DEI&I

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Single-minded strategic proposition 

Show how UKG creates great workplaces with tools that make EVERY person freely belong

Strategy overview

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Creative 

Media Placements

Today Show Segment

AdAge Article 

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Strategy Team: 

Account Team: 

Creative and Production Team: 

Alyssa Tigue: Group Account Director

Faye Armstrong: Senior Producer

Natalie Gomez: Director of Integrated Strategy

Rachel Lynn: Account Supervisor

Kara Pierce: Director of Integrated Production

Cat Marsh: Strategist

Lauren Northcott: Senior Project Manager

Matt Sherman: Group Creative Director

Laura Lapham: Associate Creative Director

Julie Soluri: Associate Creative Director

Matt Babazadeh: Head of Strategy

Gavin Lester: Associate Creative Director

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